Reddit’s rollout of three categories for ad inventory marks its latest effort to improve the brand-safety controls on its platform, which has its roots as a free-speech forum started in 2005. With the implementation of Oracle’s contextual intelligence, Reddit aims to make its platform safer for brands while also respecting user demands for open discussions about a variety of topics.
Reddit’s key advantage among social platforms is contextual-based advertising that reaches groups of enthusiasts with the highest propensity to buy products or services related to their interests. However, it’s also understandable that marketers want to avoid placing ads in discussion forums that are controversial or arouse negative sentiment that could be associated with a brand.
